Here’s more information and analysis on why CEOs and top managers fear wikis and blogs. Let me quote from the author of the Mar. 22 McKinsey Global Survey, “How businesses are using Web 2.0, Jacques Bughin, who’s a director in McKinsey’s Brussels office. Jessi Hempel, the innovation editor at BW, did this story online for our Innovation & Design site.
Following the study, Bughin interviewed a number of the respondents. “The reason why blogs and wikis, in particular, aren’t well used is that companies are still afraid,” he posits. “How do you basically regulate how to contribute?” He also thinks the wisdom of crowds isn’t always sharp and that companies are worried about getting bad information on a collaborative document, such as a wiki.
Another barrier to embracing blogs and wikis: Bughin points out that in a knowledge economy where companies remain hierarchical in structure, knowledge is power. If workers put their most precious information in a wiki, their status within their organization could be threatened. “The problem is that people with heavy knowledge tend to keep that for themselves, because that’s the way they define their job,” says Bughin. “Put it in a wiki and everyone has it.”
Jessi concludes that if he’s right, companies serious about embracing these collaborative technologies will need to find a new incentive system for employees.
She adds: It’s likely company usage will evolve as employees age. Baby boomers, who still make up the majority of the workforce, are used to picking up the phone. That will change as millennials, the youngest workers who are now in their teens and early 20s and schooled in instant messaging and blogging, become a growing force. “There’s still a generation gap,” says Bughin.
We are in a major socio-economic-cultural shift away from the control of content and conversations. You can see it everywhere and certainly in business and design. Web 2.0 is opening the conversation and loosening the control of content.
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